azizi life

What azizi life does

Azizi Life is a US-incorporated not-for-profit fair trade organization that partners with 60+ independent Rwandan artisan cooperatives representing 760+ individual makers to source, market, and distribute handcrafted home décor, woven baskets, jewelry, wooden kitchenware, candles, and gift items. The company is operationally headquartered in Muhanga, Rwanda, and operates a US distribution warehouse in Exton, Pennsylvania, where it also runs the DuHope jewelry program supporting women rebuilding their lives in Kigali. Each product carries an artisan tag identifying the cooperative and individual maker, and items are produced using traditional Rwandan techniques and renewable natural materials including sisal fibers, banana leaves, palm leaves, sweetgrass, and locally harvested Musave wood. Core supplier cooperatives include Inganzo (wood), Ingobokarugo (ornamental palm baskets), Kanguka (miniature sisal baskets), and DuHope (Kigali-based jewelry).

The product portfolio spans four key verticals: woven baskets (the largest category, ranging from small ornaments to larger totes such as the 2026-launched Banana Panel Pop-Up Tote), home décor and accessories (serving the kitchenware and living space segments), wooden items (cutting boards, utensils, and furniture-grade pieces), and jewelry (the DuHope line, including the Mountain Pass Earrings slated for Summer 2026). Designer collaborations (Becka Bella Style, Macy White, Karin Bennett, and Local + Lejos / Sheeva) overlay externally designed collections on the artisan-made base assortment, broadening the price-point and aesthetic spectrum. Underlying technology is a standard WooCommerce e-commerce platform, not proprietary or differentiated; the more substantive operational technology is the artisan-tag traceability system linking each SKU to its cooperative and maker.

Azizi Life monetizes through three channels: direct-to-consumer e-commerce via azizilife.com (with a points-based loyalty program and free US shipping on orders of $50+), wholesale/B2B sales to retailers and boutiques (with downloadable information cards to support point-of-sale storytelling), and a Free-On-Board (FOB) channel for international buyers sourcing directly from Rwanda. A peer-to-peer fundraising mechanism via Zeffy (the "One Woman, One Future" campaign) operates alongside the commercial channels, monetizing donor support for the artisan program. Customer segments are primarily anonymous long-tail ethical gift buyers and home décor enthusiasts at the D2C layer, with wholesale/retail buyers as a secondary business segment; a Visit Rwanda subdomain suggests early exploration of a tourism-adjacent revenue stream. The company does not disclose revenue, headcount growth, or funding.

Name

azizi life

Legal name

Azizi Life Inc.

Website

https://azizilife.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Azizi Life is a not-for-profit fair trade organization partnering with 60+ Rwandan artisan cooperatives (760+ artisans) to sell handcrafted home décor, woven baskets, jewelry, and gifts via direct e-commerce, wholesale, and FOB channels, with US fulfillment from Exton, Pennsylvania.

Ownership category

akta.pro rank

Product category

Fair Trade Artisan Home Décor & Gifts

NAICS

Toy and Hobby Goods and Supplies Merchant Wholesalers (423920)

SIC

Retail-Apparel & Accessory Stores (5600), Costume Jewelry & Novelties (3960)

akta.pro industry

PRIMARYCRALACAA

General Arts & Crafts Supplies Retail

Consumer Products & Retail/Specialty Retail (Hobby, Books, Office, Pet, Toys)/Arts, Crafts & Hobby Supplies Retail

SECONDARYCRAKABAD

Handmade/Craft Fashion Jewelry (Beaded/Wire/Woven)

Consumer Products & Retail/Jewelry, Watches & Luxury Accessories/Fashion/Costume Jewelry

SECONDARYCRAOAMAE

Arts, Crafts & DIY Hobby Supplies Distribution

Consumer Products & Retail/Wholesale, Distribution & Category Management/Toys, Games & Hobby Products Distribution

Keywords

• Fair trade home decor
• Handwoven artisan goods
• Handcrafted home accessories
• Fair trade jewelry
• Artisan gifting products

Headquarters

HQ city

Muhanga

HQ country

Rwanda

HQ region

Africa

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Direct E-commerce Retail Sales: Azizi Life operates an e-commerce storefront selling handcrafted Rwandan artisan goods directly to consumers. Products include woven baskets, home décor, jewelry, bags, candles, and gift items with prices ranging from $5 to $290+. The company fulfills US orders from their Exton, Pennsylvania warehouse and also offers FOB sales directly from Rwanda.
2. Wholesale B2B Sales: The company maintains a wholesale channel for business customers including retailers and bulk buyers. Wholesale customers can order Azizi Life information cards (pack of 10 for $2) to share artisan impact stories with their own customers.
3. Gift Cards and Loyalty Program: Digital gift cards available in various denominations ($10+) and a loyalty rewards program where customers earn points towards store credit with each purchase. Points are earned per product (e.g., 29 points per $29 basket, 42 points per $42 woven pot).

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Azizi Life partners with 60+ artisan cooperatives and 760+ individual artisans across Rwanda to design and produce handwoven baskets and bowls (sisal fiber), hand-carved wooden home and kitchen items, jewelry (including the DuHope collection), bags and totes, candles, and curated gift sets, and sells them via an e-commerce store with US fulfillment from Exton, PA and FOB sales direct from Rwanda. A wholesale program serves retailers and bulk buyers, and a loyalty rewards program supports consumer retention.

Product overview

Azizi Life is a fair trade organization offering handcrafted artisan goods from Rwanda, primarily through an e-commerce platform. The product portfolio centers on handwoven items (baskets, bowls, wall hangings, bags) made from natural sisal fibers, banana leaves, and palm leaves, complemented by hand-carved wooden home and kitchen items, jewelry, and gift cards. The offerings span multiple artisan cooperatives including Inganzo (woodcarving), Ingobokarugo (ornamental baskets), and Kanguka (miniature baskets), plus designer collaborations like Becka Bella Style and Macy White Collection. Products are organized by category (Wall Baskets & Woven Bowls, Home & Kitchen, Wall Hangings, Jewelry, Bags & Essentials, Candles, Cards & Gift Essentials, Christmas) and sold through the azizilife.com WooCommerce store with fulfillment from Exton, Pennsylvania. A loyalty program and wholesale channel are also available.

Differentiator

Problem solved

Functional benefit

Brands

• DuHope Collection: A collection of jewelry and accessories crafted by artisans, including paper bead and bone jewelry pieces.
• Becka Bella Style Collection
• Macy White Collection
• Karin Bennett Collection

Products and services

• Wall Baskets & Woven Bowls Handwoven bowls and wall baskets crafted from natural sisal fibers by Rwandan artisans, available in Small (7"), Medium (12"), and Grand (18") sizes with patterns including Great Divide, Daybreak, Revolve, Trio Tea, and Giko. Sold as a core product line to consumers seeking home décor for walls and surfaces.
• Home & Kitchen Collection Handcrafted wooden kitchen items including baking sets, charcuterie sets, carved bowls, serving spoons, ladles, trivets, and coaster sets. Crafted by Rwandan woodcarvers from sustainably sourced wood. Sold to home cooks and entertainers seeking artisan kitchenware.
• Modern Neutral Woven Wall Hangings Handwoven sisal-fiber wall hangings in a neutral color palette with geometric patterns, including the Great Divide design. Available in Small (7"), Medium (12"), and Grand (18") sizes. Craft time ranges from 1-2 days (small) to 5-6 days (grand). Sold to home décor enthusiasts.
• Woven Pot with Lid Handwoven sisal-fiber lidded pot featuring traditional twist patterns, naturally dyed with Rwandan tea leaves for warm caramel tones. Measures 4" H x 7.5" W and includes an artisan tag. Sold to home décor buyers as a storage or display piece.
• Miniature Basket Ornaments Handwoven miniature basket ornaments inspired by traditional Rwandan design with a pointed lid, available in multiple colors. Each takes about one day to weave and measures 4" tall. Sold as a gift and ornament item to consumers.
• Banana Panel Pop-Up Tote Lightweight, foldable tote made with upcycled banana fibers woven into panels, combined with neutral kitenge market fabric. Transforms from flat to structured with a 'pop' of the banana panel. Dimensions: 11.5" x 11.5" x 5". Sold as a reusable bag to ethical consumers.
• Palm Leaf Coin Purse Compact handwoven coin purse crafted from natural palm and banana leaves, lined with vibrant kitenge fabric. Size: 4.5" x 3", available in Coral, Turquoise, and Black. Sold as a small accessory / gift item.
• Woven Disc Earrings Petite and bold handcrafted woven disc earrings made from natural sisal fibers with hypoallergenic hooks. Small size is 1" diameter (about 2 hours to weave per pair); Large size is approximately 2" diameter (about 3 hours to weave per pair). Sold as a jewelry item to ethical consumers.
• DuHope Jewelry Collection Jewelry collection supporting women in Kigali, Rwanda rebuilding their lives through jewelry making, including beaded earrings, wrapped horn earrings, paper bead and bone bracelets, and items like Mountain Pass Earrings (jadeite and Indian gate stone with gold seed beads, 925 gold-plated sterling silver hooks). Sold as artisan-made jewelry to consumers.
• Becka Bella Style Collection Designer collection featuring transformative, purposeful fair trade home décor pieces including candlesticks, wall hangings, baskets, and trays. Designed by interior designer and lifestyle coach Rebecca Hart of Becka Bella Style, including the Beacon of Light Candlesticks created with Inganzo Cooperative woodcarvers.
• Zera Flat Woven Wall Hangings (Local + Lejos Collection) Soft neutral woven flat wall hangings in white tones handwoven from natural sisal fibers. Available in Small (14" diameter, 3 days to weave) and Large (18" diameter, 5 days to weave). Designed by Sheeva as part of the Local + Lejos Collection.
• Inganzo Cooperative Woodcarving Products Woodcarving cooperative products including carved nativity sets, nativity huts, carved animal ornaments, and angel ornaments. Seven craftsmen specializing in faith and Rwandan culture-themed wooden figures. Established in 2003 by Catholic nuns in Cyeza Parish training disabled community members.
• Ingobokarugo Cooperative Products Ornamental baskets and woven disc earrings produced by the Ingobokarugo weaving cooperative. Members weave primarily at home and meet weekly to encourage one another. Sold as fair trade jewelry and baskets.
• Kanguka Cooperative Miniature Baskets Miniature woven baskets produced by 13 women from Muhanga District who joined together in 2007 (Kanguka Mutegarugori Association) to fight poverty and gain financial independence. Sold as ornaments and gift items.
• Design Your Own Modern Neutral Set Customizable collection allowing customers to mix and match Modern Neutral woven bowls and wall hangings, with bundle pricing available when selecting three or more pieces. Sold as a configurable décor set.
• Rosa Bowl Set Curated collection of woven bowls and trays including 1 Small Daybreak Bowl (7"), 1 Medium Revolve Bowl (12"), and 1 Grand Trio Tea Wall Hanging (18"). Designed for gifting and everyday use.
• Bowl Sets Collection Pre-curated sets of woven bowls including Boutique Cactus Blossom Family Set ($165), Boutique Diversiform Sets ($75-$165), Boutique Shamrock Set of Two ($75), Sylvie Bowl Set ($250), Theodette Bowl Set ($250), and others.
• Digital Gift Cards Digital gift cards available in denominations starting at $10, redeemable on the azizilife.com storefront for handcrafted artisan products. Sold to consumers for gifting.

Quantifiable outcome

• 760+ artisans with fair trade income enabling them to care for families' health, nutrition, and education
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and supporting.

• Kanguka CooperativecoreStrategic or Co-development Partner · 1 January 2007Wake Up cooperative formed in April 2007 with 13 women from Muhanga District fighting poverty and seeking financial independence from husbands. Specializes in weaving beautiful miniature baskets. Members like Antoinette Uwijuru have used weaving income to provide for families, buy clothes, food, soap, and invest in livestock.
• Inganzo CooperativecoreStrategic or Co-development PartnerWoodcarving cooperative established in 2003 when Catholic nuns in Cyeza Parish trained disabled community members. Specializes in carving wooden figures significant to faith and Rwandan culture, including nativities and statues of Rwandans in daily life. Currently has seven members who have used profits to buy animals, build homes, and start families. Works with Becka Bella Style designer Rebecca Hart on Beacon of Light Candlesticks.
• Ingobokarugo CooperativecoreStrategic or Co-development PartnerWeaving cooperative specializing in ornamental baskets. Members weave individually at home and meet weekly to bring products and encourage one another. Dream to build own workshop for indoor weaving and product storage. Currently creates woven disc earrings and other jewelry items. Women report improved financial independence and better household contributions.
• Ibyishimo Joy Sewing CooperativesupportingStrategic or Co-development PartnerSewing cooperative creating fabric-based products using kitenge fabric. Partners with Azizi Life to bring their products to market alongside woven goods.
• DuHopecoreStrategic or Co-development PartnerProgram supporting women in Kigali, Rwanda rebuilding their lives with dignity and skill through jewelry making. Products include beaded earrings, wrapped horn earrings, paper bead and bone bracelets. Handcrafted in Kigali with artisan cards featuring signatures. DuHope is featured as a collection on Azizi Life website.
• Karin BennettcoreStrategic or Co-development PartnerDesigner collaborating with Azizi Life creating hand carved wooden bowls including Elube Bowl and Zanaibo Bowl collections. Artisans apply their skill to bring detailed design outlines to life.
• Macy WhitecoreStrategic or Co-development PartnerFeatured designer of the Macy White Collection including Modern Neutral Woven Wall Hangings, bowls, and trays. Wall hangings feature intricate designs taking a master weaver about one week to create. Collection emphasizes neutral tones and modern design.
• Rebecca Hart / Becka Bella StylecoreStrategic or Co-development PartnerInterior designer and lifestyle coach collaborating on Becka Bella Style Collection featuring transformative, purposeful fair trade pieces. Created Beacon of Light Candlesticks with Inganzo Cooperative woodcarvers. Collection emphasizes transformative design, purposeful pieces, and fair trade values.
• Sheeva / Local + Lejos CollectionsupportingStrategic or Co-development PartnerDesigner of the Local + Lejos Collection featuring woven flat wall hangings and baskets. Collection includes Zera, Staccato, and other woven designs.
• East Coast Warehouse & FulfillmentsupportingOthersThird-party warehouse and fulfillment partner in Exton, Pennsylvania handling US order fulfillment and shipping operations for the e-commerce store.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Etsy: Mass-market online marketplace specializing in handmade, vintage, and craft items, including significant fair trade and artisan seller presence. Comparable as a discovery and transaction channel for handcrafted artisan goods, though as a broad incumbent rather than a single fair trade brand.

Regional players

• Gahaya Links: Rwandan-based social enterprise specializing in handwoven baskets (the iconic peace baskets and other woven goods) made by rural artisan cooperatives across Rwanda. Highly comparable as a Rwanda-based artisan organization with shared raw materials, weaving techniques, and artisan cooperative model.

Direct peers

• Novica: Online retailer connecting customers with artisan-made products from around the world, featuring handcrafted jewelry, home décor, and gifts with artist bios and storytelling. Comparable as a global artisan e-commerce retailer with shared storytelling-driven merchandising approach.
• Ten Thousand Villages: One of the largest fair trade retailers in North America, partnering with artisan groups in dozens of developing countries to sell handcrafted home décor, jewelry, and gifts through both retail stores and e-commerce. Directly comparable as a fair trade mission-driven seller with overlapping product categories (baskets, home décor, jewelry, accessories).
• The Little Market: Fair trade e-commerce retailer featuring handcrafted products from artisan cooperatives worldwide, with strong storytelling and designer-driven collections. Comparable as a mission-driven direct-to-consumer fair trade brand with overlapping home décor, jewelry, and gift categories.
• Global Crafts: Fair trade retailer focused exclusively on handcrafted artisan products from cooperatives in developing countries, sold through e-commerce and wholesale channels. Comparable in artisan-sourced home décor, accessories, and gift assortment with similar B2B and B2C distribution.
• SERRV International: Non-profit fair trade organization selling handcrafted artisan goods from developing world producer partners via e-commerce and a wholesale/catalog channel. Comparable in mission, product mix (home décor, gifts, accessories), and dual retail/wholesale model.
• Mata Traders: Fair trade fashion and accessories company working with artisan cooperatives in Nepal, India, and beyond to produce handcrafted apparel, bags, and home goods. Comparable as a fair trade wholesale and DTC brand with similar artisan storytelling and handcraft product lines.
• Kazi Yetu: East African social enterprise that designs and produces handcrafted home goods, jewelry, and accessories in collaboration with artisan cooperatives in Rwanda and Tanzania. Comparable in East Africa artisan sourcing, direct-to-consumer e-commerce model, and mission-driven positioning.

Emerging players

• Accompany (formerly Multiples Marketplace): Fair trade e-commerce marketplace curating handcrafted artisan products from global artisan cooperatives with a strong social impact narrative. Comparable as a curated fair trade e-commerce destination with overlapping categories in home décor and artisan accessories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/Azizi_Life
• Facebookfacebook.com/azizilife
• Instagraminstagram.com/azizilife
• LinkedInlinkedin.com/company/azizi-life

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about azizi life